New conversion reports and stats

Concept

Pardot has always been good at showing you when prospects were created, when they submit forms, etc. Sometimes, however, you want to see how many net new prospects your site is generating. How many visitors are turning into prospects (as opposed to people you meet at a tradeshow and import into Pardot for example).

Dashboard

The dashboard has been updated to show conversions by timeframe. You will still also see the total number of prospects created in a given timeframe but bear in mind that that stat will generally be a higher number as it includes records pushed into Pardot from any source (pushed down from your CRM, imported via CSV, etc.) as opposed to those created via forms, landing pages, etc. Note that in the example below, it shows 2,550 prospects created in the past week but only 174 conversions. The majority of the created prospects in this case were imported (from an event, partner marketing, etc.).

Conversion Report

There is a new report available called Conversions, which details conversions by day and shows you a list of all of the net new prospects generated. You can drill down by date to narrow the list of prospects using whatever parameters you like.

Prospect Screen

We now show the Conversion Point (how) and Conversion Date (when) on individual prospect screens. Note that many prospects may not have conversion points (e.g. prospects you imported as opposed to those who converted naturally from visitors on your site). Eventually we will start syncing these two fields into your CRM system (salesforce.com, SugarCRM, NetSuite, and Microsoft Dynamics CRM) and we will keep you updated on our progress with that.

Note that if the prospect did not come from a conversion (e.g. they already existed in your database due to an import, email plugin, etc.) Pardot will not display the Conversion Point and Conversion Date fields.

Note: Previously we displayed a conversion metric in one or two areas of the app. This new metric may differ from that one in that this does not include any prospects that you delete (e.g. add to your recycle bin). The previous metric counted deleted prospects which caused confusion.

Hi Taylor — Form Fandlers also count (form handlers, forms, and landing pages). If you go to the reports page for conversions and scroll through, you will see some form handlers in there. Note: for it to count as a conversion, the person has to go from visitor to prospect as a result. If they were already in your database (from an import, email plugin, etc.) it would not count.

Conversions and form submissions are different, correct? In a given day if you have 400 form submissions, but only 350 of those are visitors converting to prospects, then the conversion count will only be 350, is this accurate?

Hi Matt — that is exactly right! Form / Form Handler / Landing page submissions would always be higher than conversions since conversions are only when a visitor turns into a net new prospect (not someone who is already in the database).

First of all, I think this is a great new report. However, and this is possibly a dumb question, but how will this report differ from a general website tracking campaign? For example, when I click on campaigns-reports-cohort report, it shows me the number of prospects created from my general website tracking campaign (which includes only those visitors who converted by filling out some sort of form) and the opportunities associated with these contacts. Will any of the contacts in the conversion report have opportunities associated with them or does that only show visitors to contacts?

Hi Kourtney — good question. This is a bit different than the report you are thinking of (although there is some crossover). The conversions report will be across all campaigns and show any net new prospects so if you run specific promotions, etc. you can see them there too. In that sense, it is more all-encompassing. These prospects could also have opportunities but typically wouldn’t until later in the process (e.g. a rep adds an opportunity sometime after the conversion).